The purpose of this report is to analyze the current situation of the Coopers Brewery, a South Australia based beer producer, and provide appropriate recommendations to the company for its better performance in the competitive environment.

Coopers brewery, a family business with 115 employees and 132 shareholders, is a third largest brewer in Australia. On its ~ 150 years of operation, it has occupied 3.1% of market share of Australian brewing industry and has expanded its exporting business to 26 different countries. Inside Australia, it is facing intense competition from two conglomerates; Foster’s brewing group and Lion Nathan. Despite the intense competition the company has managed to be among the top three brewers in Australia.

Through the basic business tools (SWOT, Poter’s 5 Forces, PESTLE, Generic strategies analysis, and competitors analysis), this report investigates the various strategies employed by Coopers. The major finding from the investigations forms the basis for recommendation to the Coopers Managerial Board.

On the basis of findings from various business tools the report recommends the Company to;